1. 25 Essentials for Exceptional Email Campaigns
Marketing Guide

2. 25 Essentials for Exceptional Email Campaigns
Load and send? Batch and blast? Those direct marketing concepts are ancient history in the modern email environment.
Today’s email marketers must navigate their way through a complicated landscape of shifting customer expectations, challenging new
technologies, evolving government regulations and other issues old-school direct marketers never had to face.
To help you face these challenges head on, we’ve compiled a handy list of 25 essentials you can employ that will greatly improve your
email marketing initiatives. While 25 may sound extensive, keep in mind that missing any one of these can affect your ROI, secure
your position on blacklists, or damage your reputation with clients and prospects. And while many of the essentials on this list seem
obvious, the list itself serves as a good reminder of the many nuts and bolts mechanics that you should maintain in order to keep your
email campaigns performing at their highest levels.
1. Permission is not optional
When you send unsolicited email, you hurt your brand, your campaign and your sender reputation. Don’t use “stealth” methods to
collect email addresses such as pre-checked boxes on site registration forms. Use a proper, two-stage opt-in process that requires
confirmation before the address goes into your database. Ask subscribers who have been on your list for more than 12 months if they
want to continue receiving your email and retain all the permission data on each subscriber.
2. Manage your sender reputation
Don’t get on an ISP’s bad side by sending too many emails too often or by generating a high number of spam complaints. ISPs will
block your emails, shunt them to oblivion in the bulk folder and won’t bother to tell you what you did wrong. Here are some valuable
tips for managing your sender reputation:
• Honor unsubscribe requests within the ten-day window dictated by CAN-SPAM laws.
• Stay off blacklists by monitoring, resolving and learning from spam complaints. If you’re delivering relevant content in formats that
recipients want, you’ll minimize those complaints.
• Use a double opt-in process and unique IP address.
3. Clean and analyze mailing lists
A “dirty” list – one with too many unsolicited, incorrect, out-of-date or duplicated addresses – hurts your campaign performance and
your company’s delivery and sender reputation. “List hygiene” means cleaning out bad addresses, which reduces undeliverable emails
and helps you spot problems fast. Review your list to see who hasn’t opened or clicked for the last six months. Provide them with a
compelling offer to re-engage. If that doesn’t work, try changing the frequency with which you contact them to test if that makes an
impact in how they engage with you.
4. Be prepared for churn
While good email marketing will keep your list engaged, the reality is that you need to continually use opt-in strategies to keep it
viable. Not only should you have subscriber retention programs in place, but you’ll also need acquisition programs since as many as
30% of email addresses churn each year.
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3. 25 Essentials for Exceptional Email Campaigns
5. Focus on list quality over list size to force a schedule or terms on an unwilling recipient and risk
Growing your mailing list is important, but don’t do it at the their unsubscribe.
expense of quality. While it may look impressive to have a large
9. Design for the Inbox
list, quality names should be your highest priority. Make sure your
Poor design and improper formatting frustrate users. If they can’t
company has defined its target audience and focus your efforts on
easily navigate your email or find the information they want at a
adding names that fit this target. You may not have a large number
glance, your messages will fall flat. Your email has to stand out in a
of names in your database, but careful targeting will mean you
crowded Inbox. Here are some tips for designing for the inbox and
have a list of high-value prospects and customers that result in
optimizing deliverability:
higher response rates and greater success.
• Be sure to test sample messages to see what performs.
6. With opt-ins, establish and build trust
An opt-in is a statement of faith from your subscriber. Respect • Put your company name in the “from” line for fast
recognition.
that by asking only for the most necessary information at
registration. If all you really need is a name and email address, ask • Add a “grabber” subject line – 50 characters or less.
only for that. If you need a bit more – say city or state if your
• Use teaser text and HTML colors and layout rather than an
product isn’t available everywhere or size of business for routing image so readers can get an immediate “preview” of your
leads – ask for that as well. To keep from scaring prospects email even if images are disabled.
away, keep the request for data to a minimum. You can always
• Put the important content – the offer, call to action,
use subsequent email campaigns to qualify and fill in more newsletter contents etc. – at the top of the email for
detailed information. immediate viewing. You only have seconds to make your case,
so make the most of them.
7. Respect recipients’ privacy
Respecting the privacy of your email recipients and subscribers 10. Check your email mechanics
is a good business practice and will also help you avoid legal and Don’t forget to check your email mechanics on a regular basis.
ethical problems. Include a short, simple email privacy statement Some of the best campaigns fail because simple items like
within your opt-in form and link it to the full policy statement on response links, the unsubscribe process, co-registration or images
your Website. Define your contact strategy, the format in which fail. It takes time, but each email execution is valuable. Don’t
you’ll share content and if you can, give the subscriber options on frustrate your subscribers or waste your money by sending out an
format and frequency. Adhere to the policy and make sure that email that doesn’t have its most basic items working.
if you change it, you give your subscribers an opportunity to opt-
One of the best and simplest methods for making sure that the
in again.
mechanics of each and every email campaign are optimized is
8. Give recipients what they want and need to create and consistently utilize an email development and
Your subscribers expect control. If you don’t give them what deployment checklist.
they want, they’ll go elsewhere. Let them decide the email format
11. Test for correct rendering of emails on all email clients
(text or HTML), contact frequency and content preferences, if
HTML emails – with pictures, colors and graphics – can look
they’d like to receive additional information beyond what they
or function very differently when viewed in different email
opted-in for. Then segment your lists to reflect those choices.
clients. Here are a few ways to test for the correct rendering of
It’s always more effective to contact someone on their schedule
your email messages across numerous clients before deploying
and under their terms and get a higher response rate than to try
your campaign:
Marketing Guide 3

4. 25 Essentials for Exceptional Email Campaigns
• Send a sample email to an account with each of the major • Subject lines
providers – such as AOL, Earthlink, Gmail and Yahoo! – to
spot bad links, poor rendering or other formatting issues. • Offers
• Do the same for any email client that allows the receiver • Deployment date or time
to use a preview pane or review without images – such as • A new list, or segment your existing list to compare one
Outlook 2007. segment against another
• Use an email service provider that helps you see how your Your results will provide new ideas for more effective campaigns
email is rendered across clients.
and help you get rid of offers, lists or creative that aren’t working.
• Design the header of your email to provide the desired
outcome regardless of email client. For instance, if you know 15. Define your email value proposition (EVP)
that there’s a good chance your image-rich header will not Without a clear value proposition, your email won’t hit your
be viewable in most email clients, use an Alt Tag that “sells” recipient’s “internal Inbox” – the barometer in the mind of each
the idea or offer your image header is conveying. recipient that tells them whether your email message is worth
their time. Give your subscribers clear reasons to open your email
12. Test for delivery and spam filters messages every time by establishing and sticking to your own
Emails that are well targeted with great creative and compelling EVP. An EVP should:
offers don’t do your company any good unless they’re actually
delivered. Test your content against spam filters and see how • Be unique to your company and tie back to your company’s
business and/or marketing objectives.
many of your emails are blocked. If you aren’t pleased with the
results, optimize your email for Inbox delivery by creating good • Clearly define the value your email message brings
headers (as above), writing content that doesn’t look like spam to subscribers.
and cultivating good ISP relations. If your current email solution Define your EVP much like you would a positioning statement
doesn’t have a component to help you avoid spam filters, and make sure that it concentrates on how it will directly benefit
consider finding a solution that will analyze and determine the your subscribers. Use your EVP as a measure when you review
deliverability of your content. your content, creative, frequency and segmentation strategies.
13. Provide administrative functions in each email Most importantly, make sure that the content you offer to
Give subscribers the tools they need to manage their your subscribers is in keeping with the expectation you set with
subscriptions, contact you, forward information to others and get them when they opted-in and that the content continues to be
more information, right in the email. Reputable email marketers relevant and valuable to that specific audience.
respect their customers’ time and include this information in a 16. Segment lists for better results
clearly marked section, usually at the end of each email. Don’t Use the information you collected when your subscribers
make them hunt for it. opted-in to divide your list into relevant segments, and then
14. Test something every time deliver distinct, targeted messages to each of those segments.
Testing is a classic way for direct marketers to refine their Beyond that, you may also want to segment your lists based on
efforts to get the best results. If each of your email campaigns email and Web behavior such as which links recipients clicked
doesn’t include a testing component, you’re missing out on an on or what actions they’ve taken on your Website. Doing so will
opportunity to improve your ROI. Some elements you may want make your outgoing emails more meaningful to your subscribers,
to test include: which results in improved response and conversion rates.
Marketing Guide 4

5. 25 Essentials for Exceptional Email Campaigns
Segmenting also helps you understand results and trends based touch points and post email information to your Website.
on demographics and other audience-specific factors.
• Use social media to increase opt-ins to your email list.
17. Personalize for greater relevance • Remember mobile marketing. Consider using your email to
Personalization uses recipients’ own information to create highly promote a mobile campaign or offering your email to those
relevant and valuable email messages. This is more than putting who are already subscribed to your mobile alerts.
a recipient’s name on the top of the email – it’s about creating 20. Deliver value continuously
content that specifically addresses the recipient’s behavior and Subscibers’ needs change over time. Your emails will compete
interests such as buying history, hobbies, geographic location, with new and changing sources of content or offers that will
format etc. affect your value proposition. Survey your recipients occasionally
18. Be prepared for mobile devices and social media to learn their needs and interests and pay close attention to the
The reality in today’s wired environment is that your email response metrics that indicate whether your emails are getting
messages will be viewed on mobile devices – and your carefully stale. Analyze each deployment for revealing statistics on factors
designed HTML email will look like gibberish on most of them. such as subject line, offer, links clicked, segmenting, etc.
This is particularly true in business-to-business marketing. By soliciting feedback, watching trends and staying in touch with
Be aware of this and design and test your email messages the needs of your subscriber base you can re-tool your email
accordingly. Or offer subscribers a mobile version. campaigns to deliver consistent value while staying true to your
Social media is another powerful tool on the rise. On its own, it EVP and the expectations you established with your subscribers.
can be used to message to your target much like email marketing, 21. Focus on goals, not process metrics
but by combining social media and email marketing, you have Email campaign success should not be measured by counting
the opportunity to gain exponential response and ROI. Define open and click-through rates alone. Instead, establish objectives
your social media strategy, determine your social media vehicles before each campaign and then measure performance against
(LinkedIn, Twitter etc.), incorporate social media links into your them. Metrics like number of transactions, demos initiated
campaigns, and tie your email, web and social communications or white papers downloaded as a direct result of your email
together. You’ll not only gain further reach, but also engage campaign are generally better markers of success than clicks or
prospects and customers in a more meaningful dialog. delivered emails. These measurable, goal-focused metrics will tell
19. Integrate email into your complete marketing mix you if your email program is successful or needs refinement.
Email marketing works best when part of an integrated marketing 22. Use advanced automation
plan. You’ll get a higher ROI when you incorporate email into The simple “load and send” method of deploying emails doesn’t
your complete marketing mix including PPC, social media work anymore. You need to employ a whole range of advanced
marketing, mobile, traditional direct mail, telemarketing and trade technologies – behavioral segmentation, detailed reporting, API
shows. For instance: database integration, dynamic content, triggers and more – to
• Design keyword-rich landing pages that will help with your drive improved results and ROI of email campaigns in today’s
SEO efforts, fulfill the offer within your email campaign and marketing environment. For example, use triggers to send specific
provide deeper information into the product or service content to recipients based on their unique email actions. Review
you’re offering. every available report from your email marketing tool to gain the
• Promote newsletter content across multiple marketing most robust picture possible. Choose an email marketing tool
Marketing Guide 5

6. 25 Essentials for Exceptional Email Campaigns
with strong analytics and a full suite of services. Then learn how email (not just marketing) and train everyone to follow
to use them and put them to good use. correct procedures.
• Conduct regular audits of your privacy policies and email
23. Tie into Web analytics
practices to assure that you are in compliance with all
You may think that your Web analytics aren’t related to your current laws and best practices.
email campaigns, but think again. The truth is, tying the two
together can mean much more successful email initiatives. Key Takeaways and Tools
It takes a commitment to develop strong, targeted email
For instance, when determining the best content to offer in campaigns that foster excellent customer relationships and
your email message, take a look at the content most viewed achieve high ROI. The 25 essentials in this guide are cornerstones
or downloaded on your Website. Check out landing pages or to delivering maximum ROI from your email marketing efforts.
shopping cart abandonment stats to determine how to overcome You can also find a broad range of free guides, tools, webcasts
these issues with email. Make sure you don’t silo analytics from and best practices in the Lyris Resource Center to help you
other important areas when you’re working on email campaigns. navigate the complex world of email marketing.
All of this information used together can provide better and
more robust ROI tracking, more effective targeting of prospects Lyris HQ™ can be your partner in email marketing and integrated
and much more. online marketing success. We’ve taken the online marketing tools
you already rely upon – email marketing, deliverability tools,
24. Allocate necessary resources content creation, Web analytics, search marketing, social media
Many companies started using email marketing because it was marketing and mobile marketing – and combined them into a
more cost-effective than postal mail, but that’s all different now. world-class integrated marketing suite. For more information on
The landscape – from ISP relations to technological innovation Lyris solutions, visit www.lyris.com.
and government regulations – is more complex than ever. Your
organizations must allocate adequate budgets, resources and
know-how to do the job right and achieve your ROI goals.
Educate your team and key stakeholders about the resources
you need and make sure that your email solution provider has a
full range of services in list management, content development,
delivery and analytics.
25. Know the laws affecting email marketing, and comply
In the U.S., email marketers must follow email and privacy
statutes in 36 states and also comply with CAN-SPAM, the federal
email law. In addition, the E.U., Asia and Australia have their own
anti-spam laws, as do most countries with an email presence.
Adhering to these laws is critical – the consequences of breaking
them can be dire. At a minimum be sure to:
• Have an attorney with appropriate expertise review your
email and privacy policies.
• Audit your practices across all departments that manage
Marketing Guide 6

7. 25 Essentials for Exceptional Email Campaigns
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